CONVIVA-2020年Q2流媒体报告（英文）-2020.9-16页_1mb

Conviva's State of Streaming Q2 2020 Summary

Core Content

Conviva's Q2 2020 report provides a comprehensive overview of the streaming and social media landscape during the early stages of the global pandemic. It highlights the significant impact of COVID-19 on viewer behavior, advertising demand, and the performance of various streaming devices and platforms. The report also discusses the growth of smart TVs, the evolution of YouTube viewership, and the adaptation of professional sports teams to the absence of live events.

Main Highlights

• Global Streaming Growth:

  • Time spent streaming increased by 63% year-over-year in Q2 2020, with Europe leading the growth at 134%.
  • April was the peak month for streaming growth, with a 81% increase, followed by May (58%) and June (49%).
  • Asia showed minimal growth at 2%, while North America and South America saw 57% and 35% increases, respectively.
  • Smart TVs saw a 239% surge in viewing time, leading to a more than doubling of their global share from 7% to 15%.

• Ad Demand Decline:

  • Global ad attempts dropped by 28% in Q2 2020 compared to Q1 2020, with the United States experiencing a 22% decline.
  • The lack of live sports was a major factor in the drop in ad demand.
  • Ad quality improvements were noted, including 9% faster ad start times, 14% fewer exits before ad start, 53% better bitrate, and 8% fewer ad playback failures.

• YouTube Viewership:

  • Television now accounts for over 25% of all YouTube viewing time, up from 16% in Q2 2019.
  • Mobile remains the dominant viewing device with a 59% share, while connected TVs and consoles saw a 69% increase in their share.

• Connected TV Dominance:

  • Connected TV devices (e.g., Roku, Amazon Fire TV, Apple TV, Chromecast) saw a 61% increase in viewing time, maintaining a nearly 50% share of global streaming.
  • Roku and Fire TV were the top performers, each seeing 63% growth in viewing time.
  • Chromecast and Apple TV also showed strong growth, with 41% and 22% increases, respectively.

• Device Preferences by Region:

  • North America: Connected TV devices captured 56% of viewing time, while smart TVs had 15%.
  • Europe: Connected TV devices had 32% of viewing time, and smart TVs had 15%.
  • Asia and Africa: Desktop remained the primary device, with 49% and 43% shares, respectively.

• Social Media and Sports Engagement:

  • European sports leagues outperformed their North American counterparts in social media engagement.
  • European leagues saw a 64% increase in social engagements in June compared to their April low, while North American leagues saw a 71% drop in engagement from January to June.
  • The NFL Draft in April was a notable success for North American leagues, with the NFL surpassing the NBA in engagements.

• Streaming vs. Traditional TV on Social Platforms:

  • Streaming TV accounts outperformed traditional TV network accounts in audience growth by double digits across all platforms.
  • Instagram led with 101% year-over-year growth, followed by YouTube (72%), Twitter (62%), and Facebook (21%).

• Quality Improvements:

  • Globally, buffering improved by 28%, picture quality (bitrate) by 33%, and video start failures by 27% compared to Q2 2019.
  • Europe led in quality improvements, with 29% less buffering, 38% better picture quality, and 39% fewer video start failures.
  • Minutes per play increased globally by 7%, with South America seeing the highest growth at 46%.

Key Information

• Streaming Growth:

  • The global increase in streaming time was driven by shelter-in-place mandates and at-home viewing.
  • Europe led in growth and quality improvements, while Asia saw the least.

• Ad Challenges and Progress:

  • The absence of live sports significantly impacted ad demand.
  • Despite this, ad quality improved across multiple metrics, including start time, bitrate, and buffering.
  • Missed ad opportunities remained high at 45%, but the trend showed improvement over Q1.

• Device and Platform Trends:

  • Smart TVs and connected TV devices became the preferred platforms for streaming.
  • YouTube and TV now account for over 25% of viewing time on YouTube.
  • Mobile and desktop share declined due to the shift to larger screens.

• Social Media Engagement:

  • Streaming TV social accounts outperformed traditional TV accounts in audience growth and engagements.
  • Instagram and YouTube were the most engaged platforms for streaming TV.

Conclusion

The report concludes that streaming and social media have become central to viewer engagement during the pandemic. Despite challenges such as ad demand drops and lack of live sports, the industry showed resilience and adaptation, with quality improvements and new engagement strategies emerging. The return of sports and normalcy will likely influence future trends, with Europe leading the way in social media and streaming performance.

Methodology

• Data is collected from Conviva's proprietary sensor technology embedded in 3 billion streaming applications, tracking 500 million unique viewers and 150 billion streams annually.
• Social media data includes over 1200 accounts, 5 million posts, and 7 billion engagements across Facebook, Twitter, Instagram, and YouTube.

About Conviva

Conviva provides real-time streaming media intelligence to over 250 industry leaders and brands, including CBS, DAZN, Disney+, HBO, Hulu, Sky, Sling TV, TED, Univision, and WarnerMedia. It enables companies to maximize engagement, deliver quality experiences, and drive revenue growth.